On April 28, the Hawaii Tourism Authority announced in Tokyo the launch of a new project, “Hawaii from Age 65,” aimed at promoting and revitalizing tourism to Hawaii among senior travelers from Japan.
The number of Japanese visitors to Hawaii in 2025 reached 731,922, a 3.3% increase year-on-year, showing a continuing recovery trend. A large portion of these visitors are seniors, affluent travelers, and repeat visitors, and this project is intended to further accelerate that recovery. In Japan, roughly one in three people belongs to the senior generation, and among them, around 80% are considered “active seniors” who have no difficulty in daily life. Those turning 65 in 2026 also belong to a generation that nurtured a longing for Hawaii during the overseas travel boom of the 1980s.
Actor Susumu Terajima has been appointed as the project’s “support leader.” As a counter to the feeling of giving up with the words “I’m too old now,” the main slogan “Let’s enjoy it, because we’re older.” has been adopted, and a project movie and graphics shot in Hawaii have been released. Terajima commented, “If you’re hesitating, that’s when you should just go! Let’s go so you won’t have any regrets!”
In addition to the support of Japan’s Japan Tourism Agency and the Japan Association of Travel Agents (JATA), five airlines—ZIPAIR Tokyo, All Nippon Airways (ANA), Delta Air Lines, Japan Airlines (JAL), and Hawaiian Airlines—along with travel agencies such as HIS, JTB, JALPAK, Club Tourism, and Hankyu Travel International, as well as local hotels and facilities, are participating in the project and offering benefits. As of April 28, a total of 58 companies and organizations are involved. Travel agencies are developing dedicated tours that take into account the needs of the senior generation, including plans such as pledging one’s love while parasailing off the coast of Oahu, a “Time-Slip Tour” that recreates a Hawaii trip from one’s younger days, and a “Hawaii with the Grandchildren Tour” for three-generation family travel.
On the project’s special website, information that senior travelers from Japan tend to worry about when going overseas will be comprehensively covered, providing guidance so that they can enjoy their trip with peace of mind from pre-departure through their stay in Hawaii.
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